Abstract
Today's customers tend to select eating places to satisfy pleasures through experiential socialization. This study explores how colors, lighting and decor have effects on customers' perceived social, emotional and behavioral intention on social dining occasions. The experimental method is used and 162 senior students are involved. The results show that the restaurant with monochromatic color scheme, dim lighting and plain decor yields a statistically significant difference on the entire dependent variables with almost any other interior conditions observed in romantic dining, as opposed to that in the case of casual dining. Further research on subtler and diverse dimensions of interior elements is suggested to enrich previous findings.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
